An investigation into the impact of online and mobile advertising on the South African advertising landscape
- Authors: Flanagan, Michael Anthony
- Date: 2011
- Subjects: Internet advertising -- South Africa , Advertising -- South Africa , Electronic commerce -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8388 , http://hdl.handle.net/10948/d1008588 , Internet advertising -- South Africa , Advertising -- South Africa , Electronic commerce -- South Africa
- Description: This study aimed to provide South African advertising professionals with insights into the current state of online and mobile advertising in South Africa, highlighting areas in which this sector of the industry can develop in order for professionals to perpetuate successful and innovative use of the mediums available to them and their clients. The study draws on literature from the fields of traditional advertising, digital advertising and new media. Research on the South African digital advertising climate is not as readily available as that of international studies based in the United States of America and the United Kingdom. The study therefore used two data collection methods namely, telephonic semi-structured interviews with advertising professionals employed within the South African advertising and marketing industries as well as an electronic survey also aimed at advertising professionals employed within the South African advertising and marketing industries. The data collected aims to provide an insight into the professional opinions and feelings of these professionals as to how the South Africa digital advertising landscape is perceived, how it compares to its international counterparts and whether online and mobile technologies have had an impact on the South African advertising industry in terms of ad-spend not only on digital but on traditional advertising. The data from both the semi-structured interviews and survey were analysed in terms of the aforementioned aspects and correlations were found between the qualitative and quantitative data. Five advertising professionals from various agencies from around South Africa were interviewed telephonically while 27 advertising professionals attempted the electronic survey with 21 completing the survey. The study found that advertisers acknowledge that online and mobile technologies have had an impact on the South African advertising industry as digital advertising is now seen as an important fixture within the advertising industry and is considered to now be as important as traditional advertising. However, although advertising professionals acknowledge this importance, the medium is still underutilised due to a number of determining factors. These factors include insufficient knowledge in the field of digital advertising by advertisers and clients as clients are still unwilling to allocate similar levels of ad-spend to digital as they would to traditional advertising, this despite a notable increase in digital ad-spend. Traditional advertising still dominates ad-spend and advertisers are of the opinion that despite the growth of digital media, this trend will remain prevalent in South Africa which continues to trail behind its international counterparts.
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- Date Issued: 2011
An investigation into how Johnnic Communications can maximise its online presence and e-commerce potential
- Authors: Goko, Jethro
- Date: 2006
- Subjects: Electronic commerce -- South Africa -- Technological innovations , Internet advertising -- South Africa , Internet marketing -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8578 , http://hdl.handle.net/10948/510 , Electronic commerce -- South Africa -- Technological innovations , Internet advertising -- South Africa , Internet marketing -- South Africa
- Description: The exponential growth of the Internet and other new technologies globally continues to re-shape the South African consumer and business landscapes. Media and entertainment group Johnnic Communications Limited has invested more than R1 billion in new technologies in the past 10 years alone. However, the company still has to realise the desired returns on this investment – a situation that is forcing management to review all its online activities. This research project sought to determine what the key success factors are for the local and international online media industry, with a view to recommending potentially viable Internet strategies that could turn around operations such as Johnnic Communications’ online offerings from being nice-to-have cost centres, into exciting and key profit-generating streams. The research found that while Internet offerings cannibalise the readership of printed newspapers in South Africa, new technologies also present media houses with the opportunity to tap into new and broader markets, and hence new revenue streams. To that extent, it concluded that continuing to invest in the Internet is an imperative for Johnnic Communications, rather than an option. In addition to recommending new digital strategies, the research also concludes that developing critical mass and having a clear online strategy are crucial factors towards the company making money out of new technologies.
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- Date Issued: 2006